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ManagementGrowth StrategyRetailIntermediate2012
Nykaa: Beauty D2C Unicorn
The challenge
Flipkart launched in 2007 selling books online when Indian e-commerce barely existed. Cash on delivery was essential because most Indians didn't have credit cards or trust online payments. Logistics infrastructure was poor and returns were complicated.
The strategy
Flipkart built their own logistics network called Ekart instead of relying on third-party couriers. Their Big Billion Day sale strategy was designed to create a shopping holiday equivalent to Black Friday in the Indian market.
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Try the full case free →Key lessons (preview)
- Creating a shopping event holiday can generate attention no advertising budget can match.
- Building proprietary logistics infrastructure creates competitive advantage in unreliable markets.
- Sometimes operational failures in high-visibility moments still establish category leadership.